ORLANDO, Fl — The cross-media measurement unit announced by the ANA this summer is preparing to launch, by building out a panel.
In June, the ANA announced Aquila, an effort to “govern, operationalize, and execute” cross-screen measurement.
In this video interview with Beet.TV, Bill Tucker, Group EVP of the Association of National Advertisers (ANA) and CEO of Aquila, said: “Kantar Media is building a calibration panel in the United States. We’re at almost 500 homes right now, and we’ll be at a thousand by the end of this year, and the target is 5,000 by the end of next year.”
Aquila was established as a separate company, owned by the ANA, and will be offered to those members, but potentially others.
“That calibration panel is really important because it trains the privacy-preserving technology, or virtual ID, that enables the de-duping (of media screen measurement) to happen,” Tucker said.
“Accenture Technologies is our partner in building …